FARAH SYAZWANI BT ABDUL GHAFAR AQ 100043 NURUL RABIHAH BT ABD RAHMAN 100070 OSHINI BT BASRI AQ100071

COMPANY BACKGROUND
Founded :Sir Jack Cohen(1919) TESCO names?? Tesco.com:largest grocery e-tailer in the world (start 1994) It has stores in 14 countries : Asia Europe North America Malaysia Republic of Ireland Thailand UK (Its base) Number of stores: 6351 stores (2012)

 On 2012:
Operating income 3.985 billion

Employees

519 671 employees

Subsidiaries

Tesco Stores Ltd, Tesco Bank Tesco mobile 6351 stores

Number of stores

OBJECTIVE
To persuade nonshoppers to reconsider Tesco by presenting it as a credible alternative to any other store. To make people want to shop at Tesco on an emotional level they had to be happy to be seen carrying a Tesco bag.

Build a more positive identity for the brand.

PROBLEM
The discounts offered were never enough for the Discount price-conscious buyers

Quality

Fought on price ignoring quality

Class

stuck in the middle - not being able to cater to the price conscious buyer (lower class) nor the quality seeker (upper class)

IMPORTANT PLAYER/STAKEHOLDER
Marketing Department Human Resource Financial Department Supplier Buyers

TARGET GROUP

Secondary shoppers

MISSION

Creating value for customers, to earn their lifetime loyalty

SWOT ANALYSIS
Strength
Own house brand-Tesco Choice Competitive pricing strategy Customer loyalty/ relationship Acquisition of Makro Strong hypermarket format

Weakness
Dependable of UK business Burden of higher cost Foreign brand

Oppurtunities

Threats

Have ready customer low and midcome household Explore into new location in Malaysia Diversification to maintain UK business

Stiff competition within industry Changing in customer tastes

Competitors of TESCO
HYPERMARKET COMPETITOR ANALYSIS -Offer variety of product at the lowest price -Offer range of local merchandise, fresh local fruits, vegetables, seafood within wet markets -Offer customers merchandise of better value especially on apparels -Extend to financial services, restaurant operations and shopping centre development -Offer products such as grocery products, clothing, consumer goods and household appliances besides these commodity products -Concept of fresh quality product at discounted price and direct from producer to consumer - Wide range discounter, single focus on low income Malay -Limited choices

SOLUTION
The solution lay in therefore Getting in a consumer focus and allowing that to be the guiding force for the store Handling quality issues Appealing to the consumers at an emotional level & creating a hook Tesco decided to use its stuck in the middle status to its advantage have something for everyone/every need
The company has the unique ability to be all things to all people. Its possible to go into a Tesco and budget shop or prepare for an upscale dinner party.

TESCO : ADOPTION OF STRATEGY

CONCLUSION
The key message was understood and people believed that Tesco was improving its quality. Consumers started believing that Tesco strives to provide the consumer with the best quality and most interesting variety of products.